MNTN’s Matt Collins: Zero-Click AI Searches are Forcing Performance Marketers to Rethink Everything

NEW YORK — Performance marketing has operated on a simple premise for 25 years. A search leads to a click, a click leads to a website, and a website leads to a conversion. AI overviews are breaking that chain. “Eighty-three percent of searches that are directed to AI overviews result in zero clicks,” Matt Collins, […]

Last updated Sep 29, 2026 by ATDb automated enrichment